TETLEY GOOD EARTH
When Tetley Tea asked ASHA to position its U.S. Good Earth herbal brand in the UK, initial research revealed that the name ‘Good Earth’ set all kinds of expectations in the minds of customers.
We identified the challenge as finding a way of defining and being ‘Good’ that was credible and didn’t feel like ‘greenwashing’.
Through our Critical Thinking process we explored the meaning of ‘Good’ and created a unique definition of the target audience. By focusing on ways Good Earth could take the lead in being good, we defined the generative idea as: ‘You can’t be good all the time, but at Good Earth we believe that if you start by doing a little bit of good, the rest will follow’. This work generated the creation of our ‘Good Earth Guide’ and brand tag-line ‘Thank Good Earth for that’, and inspired our thinking for the launch campaign which included TV, press and poster advertising.
Only a year after launch Good Earth enjoyed a 5% share of the organic tea market, and the brand prompted a recall rate of 7%. However since then Tetley made the decision to discontinue the Good Earth brand in the UK and concentrate on their own brand of herb and fruit teas to consolidate the Tetley brand.
I’m very proud of our new brand identity for Good Earth. It communicates the benefits of buying Good Earth tea in a clear and compelling manner, and the new packs have dramatically improved our shelf stand out in a crowded tea fixture. I’m confident that we have a strong foundation to build the brand.
Dorothy Sieber, Director of Business Development, Tetley GB Limited